Employ custom brand safety technology, instead of blacklisting publishers with COVID-19 content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 09, 2020, 1:52 AM GMT+0

With more consumers seeking news about the pandemic from trusted publishers, advertisers must reassess blacklisting.

This piece suggests nuanced strategies advertisers can implement to reinforce brand safety, rather than completely blacklisting publishers that carry COVID-19 related content. Install a custom brand safety software to filter out negative news content, instead of just targeting one keyword.

Advertisers can also leverage manual control over their CMS systems to exclude specific content on a keyword basis. Rather than blacklisting an entire site, advertisers should target their ads on other news verticals with publishers like lifestyle, tech or culture.

Capitalising on advertising opportunities is recommended, as consumers seek out information and news about the pandemic from trusted publishers online. Further, with consumers being supportive of brands still operating, advertisers must reconsider their “blanket ban” on ads, on sites featuring COVID-19 content.

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